Nuværende statistik i forbindelse

“Jeg behøvede 3000 par sko. Jeg havde kun 1600 par.”—Imelda Marcos
Alt er relativt. En million dollars lyder som en masse penge til nogen, der gør en gennemsnitlig løn, men det er en dråbe i spanden til en Warren Buffett eller en Bill Gates. Kører en hundrede meter i et par sekunder synes som et mirakel til almindelige dødelige, men en atletikudøver vil arbejde hårdt for at barbere endnu mere ud denne gang.
Endnu citerer oplægsholdere ofte statistik uden benchmarks, så publikum ikke ved hvordan man kan evaluere dem. Er $10.000 en masse penge? Det er godt for en cykel. Det er ikke meget for et hus, medmindre dette hus er i en lille landsby i et tredje verden land, hvor det kan være overdrevne. Hvis du citerer tal på denne måde, vil du miste publikum, mens de forsøger at afgøre, om $125,000 er god, dårlig eller neutral i denne sammenhæng. Din statistik mister deres magt.
I en præsentation færdigheder workshop for en gruppe af advokater, var én deltager praktiserende hans levering af en adresse til juryen i en kommende retssag. Han bad for skader i beløb på $750.000, og håbede juryen ville overveje det fornuftige. Det er helt en stor sum, og mest almindelige folk synes om slags kontanter som vinde i Lotto. Han havde brug at sætte det i sammenhæng for dem.
Han kunne for eksempel spørge juryen til at antage de var tredive-fem år gamle og tjene en løn på $40.000 om året. Da de nåede fyldte femogtres, giver mulighed for rimelige stigninger, kunne de forvente at have tjent et bestemt beløb. (Han ville gøre aritmetiske og indsætte det faktiske beløb.) Dette beløb ville være, hvad der kaldes “forventet levetid indkomst”. Men hvis de var involveret i en ulykke og pludselig ude af stand til at arbejde mere, dette beløb nu repræsenterer deres “fortabes levetid indkomst”. Det er hvad der skete til denne sagsøger, og det beløb, han ville have mistet var $750.000. Så i virkeligheden advokat beder ikke mere end det beløb, manden ville have tjent, hvis han ikke havde mødt med denne uheldige uheld.
Tror du ikke, juryen er mere tilbøjelige til at accepterer når givet denne baggrund forklaring?
Her er tre måder at sætte tallene i forbindelse til dit publikum.
Sammenlign dem til noget som de kan personligt vedrører, som i eksemplet retssalen.
Sammenligne dem med en lignende situation. Hvis en ny produktionsproces tager femten minutter, nævne, at den gamle tog to timer, så vi spare 1-3/4 timer. For endnu mere effekt, fortælle dem hvor lang tid vil det spare i en gennemsnitlig Skift eller på et bestemt antal produktenheder. Gå videre og oversætte tidspunktet til penge og statistik vil nu være et stærkt argument for forandring.
Oprette levende ordbilleder for at illustrere størrelse: det er hvad der svarer til fem fodboldbaner. Det er nok til at fylde 10 olympisk størrelse swimmingpools. Hvis der til slut ville de strækker sig fra New York til L.A. og tilbage igen.
Statistikker kan være stor persuaders, men kun når publikum har midlerne til at evaluere dem.

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